The MPE Caribbean Report Newsletter offers travel, tourism, Caribbean and global news weekly. To share stories, information or intelligence, contact us at [email protected].

JANUARY 8, 2024

Happy National Career Coach Day!

Monday, January 8, is dedicated to celebrating National Career Coach Day.

At Marketplace Excellence, we draw inspiration from the Shepherdinganalogy, as championed by our Board Director, Dr. Basil Springer. This underscores the vital role that experienced business veterans play in guiding and supporting professionals, ultimately reducing the risks associated with business exploits.

In his recent New Year’s column, Dr. Springer shared his journey of self-discovery and growth, revealing how the skills and methodology of a life coach transformed his life, even as he advanced in his career. Positive affirmations and embracing abundance in various facets of life – spiritual, intellectual, physical, relationships, financial and business – became instrumental in his continued development.

Dr. Springer’s revelation led him to a powerful conclusion: the merging of life coaching and business mentoring services, coined “Shepherding Services”, can be a guide for budding entrepreneurs. This holistic approach aims to nurture and steer young – and even seasoned – visionaries toward and on the path of success, providing them with the tools and support needed to navigate the intricate landscape of entrepreneurship.

The guidance of a career or life coach can be transformative. They can help us unearth our potential and assist us in forging a happier, more fulfilling life. 

MPE thanks our career coaches, past and present, for their dedication to empowering individuals and businesses to reach their fullest potential.

Cayman Islands makes tourism hires

Raejani Lopez (left) and Lori-Ann Whittaker from the PR team

Inset: CIDOT’s new hires and appointments

The Cayman Islands Department of Tourism (CIDOT) has staffed up for the new year, welcoming close to a dozen talented individuals to the team, including two new public relations (PR) resources. Raejani Lopez, Public Relations Officer, and Lori-Ann Whittaker, Public Relations Assistant, join Public Relations Officer Hannah Ebanks and Lauren Brook, Manager of Global PR Services, who heads the unit.

Other new team members include:

• Raquel James-Weise, Operations Administrator
• Faith Powery, Executive Officer
• Gabrielle Beckford, Executive Officer
• Tatiana Ramoon, Marketing Officer (Events)
• Tyra McField, Marketing Assistant
• Sawyer Clements, Research Officer
• Marina Payne, Tourism Development Coordinator (Scholarships & Education)
• Hannah Peralta, Tourism Development Coordinator
• Oney Soler Gonzalez, Accounts Officer (Payables)

In addition to the new hires, the Department promoted Cindy Powery as Customer Service Representative, Kaleigh Thompson as Tourism Services Supervisor, and Alyssa Cayasso as Marketing Officer (Tourism Services).

“The CIDOT continues to take pride in and nurture our local Caymanian talent, and we are thrilled to welcome 11 exceptional individuals to our department this year. As we continue to elevate the Cayman Islands’ profile on the international stage, this growth in our team promises to accelerate the department’s goals and objectives,” said Director of Tourism Rosa Harris.

“I would also like to congratulate our new appointees, Cindy, Kaleigh and Alyssa, whose growth in our department reflects our commitment to fostering the development of our team. We are excited to see you soar in your new roles and confident you will continue your valued contributions to the team,” Harris added.

A visionary leader and philanthropic force in the Caribbean

Stan Hartling, CEO and lead partner of The Hartling Group in the Turks and Caicos Islands, received CMEx accolades in Miami last month.

In a well-deserved tribute, Stan Hartling, the CEO and lead partner of The Hartling Group in the Turks and Caicos Islands (TCI), was recently honored with the 2023 Caribbean Media Exchange (CMEx) Leadership Award.

The Canadian’s remarkable journey from visionary entrepreneur to philanthropic leader is a testament to his exceptional acumen and dedication to the Caribbean region and his adopted homeland in the Turks and Caicos Islands.

His group’s world-class resorts, including The Shore Club, The Palms, and The Sands, have consistently earned acclaim for their design and service excellence, reflecting Hartling’s commitment to delivering the best in hospitality. 

Hartling’s legacy extends far beyond business, as exemplified by his generous contributions to various philanthropic causes and community-based initiatives. His commitment to charitable work benefits those in need and strengthens team bonds within his organization. Hartling recognizes the value of corporate support for employees who desire to engage in charity work but may be financially constrained. By providing corporate time for participation in charitable activities, he fosters a sense of purpose and unity among his team members. 

In a touching acceptance speech delivered on his behalf by his son Sam, it became evident that Stan Hartling’s success is intricately woven into his passion for architecture and people. Sam emphasized how his father possesses the unique ability to envision transformative spaces within seemingly ordinary landscapes, turning them into havens for others to enjoy, driving socioeconomic development in the process, and elevating the quality of life for the people of the region.

The honor bestowed upon Stan Hartling also reflects his entire team’s remarkable efforts, and he remains grateful to the broader community for its support and contributions to the growth and prosperity of TCI and the region.

Quotable Caribbean

“If we’re going to successfully reverse the trajectory of rising average global temperatures (a.k.a. climate change), we need to transition away from fossil fuels everywhere. We can’t just do so in so-called ‘developed countries’ or the Global North. We need to aid less-resourced countries, the ones that are the least responsible for climate change and yet most vulnerable to its negative impacts.” – Lance Gould CEO, Brooklyn Story Lab

Pitfalls of slashing PR and marketing budgets: A costly mistake for businesses

In times of economic uncertainty, it’s not uncommon for business owners to tighten their belts and cut costs wherever possible. Unfortunately, one area that often falls victim to budget reductions is public relations and marketing. Some view it as an “extra expense” rather than a strategic investment. Yet, there are reasons why slashing these budgets can be a costly mistake for businesses, setting them back years in terms of growth and success.

When businesses face economic challenges, the knee-jerk reaction for many CEOs is to view PR and marketing as expendable. However, this approach fails to recognize the crucial role these activities play in sustaining and growing a business. PR and marketing are not merely optional expenses but essential drivers of brand visibility, customer acquisition, and revenue generation. Slashing these budgets sends ripples throughout the entire business operation. 

Reduced PR and marketing efforts often lead to diminished brand awareness, making it harder for the company to stand out in a competitive market. This lack of visibility can result in a decline in customer acquisition, ultimately impacting revenue streams.

Consistent marketing efforts contribute to building and maintaining trust with customers. When companies cut marketing spend, they risk losing touch with their audience and reducing the credibility they’ve worked hard to establish. Trust is a critical component of customer loyalty, and a decline in marketing activities can erode that trust over time. 

Business today is constantly changing, and consumer behavior is no exception. Effective marketing allows companies to stay ahead of changing trends and the competition. 

Marketing is an investment in the future of a business. It’s about creating a solid foundation for sustained growth. While it may be tempting for business owners and leaders to view marketing as an expendable cost during economic downturns, the consequences of such decisions can be severe and long-lasting. Instead, CEOs should shift their mindset and recognize marketing and PR as a strategic investment essential for positioning their businesses for success in the future.

Digital Digest

Mapping your new year by crafting an integrated marketing plan

2023 was a fast year, with COVID recovery as the headline. 2024 is the year of business prosperity and regaining lost margins. Here’s a guide to crafting a master navigation plan for your brand’s success this year.

Goals, Milestones, and Key Performance Indicators (KPI): Goals are your company’s overarching objectives and aims; they are long-term, measurable and specific. Milestones are checkpoints set to track the progress of your journey in achieving your goals. KPIs are the qualitative and quantitative measures of how effectively goals are being met and at what frequency. Understand the difference between the three because using them correctly can make or break an organization. Think thrice!

Omnichannel (OC) vs. Integrated Marketing Strategy (IMS): An integrated marketing strategy guides how communication across all mediums is integrated and flows from one platform to another to provide message cohesion. Omnichannel strategy widens the scope and enriches the customer journey and satisfaction variables for an overall brand experience. These two very different approaches can complement each other. Hint: IMS will lead to OC (if done correctly).

Budgets and Resources: This is probably the toughest but wisest exercise to conduct at the start of the year. Allocate resources and budgets based on pre- and post-COVID analysis since the pandemic was a significant turning point in how businesses were and are now conducted. Prioritize high ROI platforms vs. the industry norm because what works for another business might not deliver the same results for you. Most important, plan your resources for the year to avoid surprises. Every penny counts.

Agility and Adaptability: Plan for anomalies, shifting market trends, evolving consumer behaviors, social trends, technological advancements, etc. There’s always enough data to plan for contingencies and develop your Plan B. Work on agility and adaptation to run smoother operations year-round. Hint: Adaptive AI (not generative) + Machine Learning.

Planning and strategic mapping is a vast subject, and we can’t cover everything, but we hope that in the noise of all the planning and strategic advice you will receive at the start of the year, our suggestions will guide you to focus on the essentials and help you to see threats as opportunities. Feel free to contact us at [email protected]. 

Medical Moment

World Leprosy Day takes place on January 28, 2024.

This year’s theme is “Ending Stigma, Embracing Dignity”, focusing on the following objectives: 

• To eradicate the stigma associated with leprosy
• To promote the dignity of people affected by the disease

The theme is a reminder of the need to address leprosy’s social and psychological aspects alongside the medical efforts to eliminate the disease.

It calls for a world where leprosy is no longer a source of stigma but rather an opportunity to demonstrate compassion and respect for all individuals.

Marketplace Excellence Corporation (MPE) is a global public relations, marketing and media company.